The news: Amazon has announced it will rebrand its ad-supported streaming service, IMDb TV, to Amazon Freevee to better reflect the platform’s free nature.
Why it matters: Consumers are aware of many Amazon products and services, including Prime, Prime Video, retail locations, Kindle, and even Amazon Web Services. But IMDb TV suffered from lack of consumer awareness. This rebrand hopes to change that and allow Amazon to make inroads into the profitable ad-supported video on demand (AVOD) business.
Zoom out: A multitude of providers are concluding that AVOD is big business.
The big takeaway: Amazon doesn’t enter segments to be an also-ran, and IMDb TV was arguably that. The rebrand to Freevee reinforces the service’s value proposition and could give the retail and advertising giant an opportunity to make inroads into Hulu’s lead—but success in this crowded market is far from certain.
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